Description:

Ayrburn is a brand new high end hospitality precinct emerging from a neglected plot of land outside Arrowtown.

Once a historically significant farm nestled in a magical valley, the site for some time lay forgotten, its old stone farm buildings becoming dilapidated. The client's goal was to develop a brand which pays homage to this heritage while also introducing an exciting modern experience to ensure commercial success.

With capacity for multiple venues across the precinct the challenge was to create individual identities, within one broader master brand.

Recognising the role of story in Ayrburn's history, "Continue the Story" emerged as the brand positioning line, allowing us to weave historical narratives with contemporary experiences.

20 stories were uncovered and beautifully re-written with whimsy, and provide a rare authenticity and depth to the brand.

The high value fashion photography and historical story illustrations deliver a premium, layered brand that answers the brief to create premium value in an unused piece of land.

Since launching in December 2023, Ayrburn has become the number one visited hospitality destination in Central Otago. It has grown a significant social following (15k+ in less than 6 months) had extensive PR coverage across New Zealand and Australia (111 articles, Reach: 15,321,350, SOV: #2 in competitor set across Australia and NZ). The brand and its unique appeal has helped differentiate and launch Ayrburn with success.